In recent years, we have entered an exciting era in breakthroughs in product development for nutritional supplements, and these innovations aren’t just apparent in the final products. Starting at the idea phase and including every step from marketing strategies, to ingredient development, to scientific testing methods, the nutritional supplements industry is evolving quickly. And the upcoming Natural Products Expo West is a great place to explore all the fascinating changes we can expect in the coming years.
Transparency in Marketing
One important trend is that nutritional/food companies have made sincere efforts recently to place transparency at the foundation of their marketing strategies. There have been industry initiatives to transform this aspect of their business practices, such as the Supplemental Safety and Compliance Initiative, which aims “to provide a harmonized benchmark to recognize various safety standards throughout the entire dietary supplement supply chain.” In addition, agencies like CRN and its Supplement OWL (Online Wellness Library) are advocating for transparency in the industry by creating and maintaining an authoritative database with access to extensive label information on supplemental products.
There has also been a great deal of innovation in delivery techniques and the industry has seen the rise of customization and personalization in dietary supplements. From vegetarian softgels to bilayer and even trilayer manufacturing, there’s much to be interested in when it comes to the next few years of development. There’s also significant evolution in the capsule space, including the capsule within the capsule, which is ideal for combination products with diﬀerent release proﬁles or for dual release of a single ingredient.
Science Behind the Wheel
The NHP Research Alliance under the direction of Dr. Steven Newmaster at the University of Guelph, Canada, is interested an extensive Biological Reference Material Library (BRM) that can be accessed by industry partners, and regulators with the goal of setting clear standards and offering affordable DNA-based tools. This innovative approach to testing supplements is being embraced by major suppliers in the US, China, and UK. One area using this model is probiotics, whose roll is moving beyond just digestive health, with evidence that suggests an important role in health issues including heart and brain health, weight management, and immune support, and blood sugar control.
Deerland at Expo West 2019
Innovations in food science, supplements, and other products are no stranger to Natural Products Expo West. The 39th annual Natural Products Expo West is the world’s largest natural, organic and healthy products event. The 2019 event will be held in Anaheim, California, from March 6 though March 8. We hope you’ll visit Deerland Probiotics and Enzymes at booth 4571. Stop by and talk with us about what’s new and exciting in enzymes and probiotics. Meet with our product development experts and let them know what the formulation needs are for you and your brand.
With a team of industry experts working in a state-of-the-art lab, Deerland is positioned to serve customers from the initial stages of product conceptualization, through the design phase, ﬁnal formulation and contract manufacturing. From concept to commercialization, we add value at every step.
Click here to learn more about the science-driven innovation at Deerland!
Consumer demand is driving production for probiotic solutions as new technologies and more information become available regarding the importance of gut health. Previously, the achilles heel of the supplement industry has often been the lack of scientific evidence to support claims.
Initiatives such as the Human Microbiome Project, a worldwide initiative that’s attempting to map out the entire microbiome, has helped to increase education and understanding of the microbiome’s impact on health.
Listen in to learn how the current marketplace for supplements is changing, how consumer demand impacts this, and why clinical studies are the most difficult-to-surpass but most necessary barrier to entry.
The sports nutrition market has historically been the pioneer and trendsetter for supplement products. This still rings true in today’s market as athletes and trainers are usually the first to adopt cutting-edge products. While sports nutrition had its beginnings as a niche market for elite athletes, the supplements industry has exploded as fitness trends and consumer health awareness have risen dramatically.
From Millennials pursuing healthy lifestyles to seniors recognizing the benefits of staying mobile and independent, the sports nutrition market, or active nutrition market as it is sometimes called, has drawn interest from a wide variety of groups. Garnering more attention in this booming market is the mechanism of dosage delivery. Innovative ways to deliver nutritional supplements have been developed to improve the effectiveness of the product and satisfy consumer demands for comfort and convenience.
Clean Eating Dosage Delivery
As sports nutrition and active nutrition are often paired with healthy eating choices by consumers, it’s no wonder that popular dosage delivery methods are in line with these lifestyle choices. Vegetarian and vegan delivery forms are increasing in popularity as well as organic products.
Similarly, many athletes and bodybuilders are choosing products known as “free from” that lack many of the traditional supplement additives such as fillers, lubricants, and colorings. Even without these ingredients that are often meant to make the supplements more palatable, consumers are demanding products that are easy to consume and fast-acting without an off-putting aftertaste.
Capsules are the leading delivery form for sports nutrition and the wider supplement market according to the 2018 Supplements, Over-the-Counter, and RX Database published by the National Marketing Institute (NMI). With 41% of the market, capsules were followed in popularity by tablets and soft gels.
Capsules offer consumers a convenient delivery method that satisfies clean label requirements. Innovations in capsules have led to the ability to withstand stomach acid long enough to allow for the product to be released inside the small intestine. This is extremely important for ingredients such as creatine, enzymes, amino acids, and probiotics that break down in highly acidic environments.
Other hard capsules that can be made from gelatin, fish polymers, or from plants are able to keep oxygen from deteriorating the effectiveness of certain supplements. Resveratrol, krill oil, L-carnitine, L-arginine, and HMB are often delivered with these hard capsules to ensure the supplements are absorbed by the body without being adversely affected by oxygen exposure.
Dosage delivery in the sports nutrition market is more important than ever. It is imperative that supplement formulators understand the nuances of each supplement and how to maximize its effectiveness while satisfying consumer demands.
As a leader in formulating specialty enzyme and probiotic-based dietary supplements, Deerland Probiotics & Enzymes has the expertise to deliver supplement solutions to maximize the benefits of protein supplements. ProHydrolase® a bio-sufficient supplement designed to build muscle mass and accelerate muscle recovery, quickly breaks down protein and increases amino acids in the blood. Bacillus subtilis DE111®, a probiotic supplement, has clinical support for its benefits to athletes when coupled with a drink. As bulk powders, they can be added directly by the manufacturer to protein powder drink mixes and are Non-GMO Project Verified.
The US Food and Drug Administration has issued a draft guidance on labeling of live microbial ingredients (probiotics) as colony forming units (CFUs) in addition to weight, as is currently specified in the regulations.
Read more at nutraingredients-usa.com
According to the market research firm Credence Research, Inc., the digestive enzyme supplements market is projected to grow at a Compound Annual Growth Rate (CAGR) of 6.9% over the coming years, reaching about $1.6 billion by 2025. This growth is being driven by conditions like lactose intolerance, as well as a growing awareness and concern over those wanting to improve their digestive health by using probiotics and prebiotics. Let’s take a look at the outlook of the enzyme supplement market.
The World Regions Driving the Growth of Enzyme Supplements
In 2016, the North American region was the world leader in revenue share for enzyme supplements. This can be attributed to consumers with gastrointestinal issues, an increased emphasis on maintaining a healthy lifestyle, and the growing access to dietary supplements from manufacturers and suppliers. The most rapidly growing market segment, however, was the Asia-Pacific region, which is expected to grow by over 7.5 % by 2024. This is due to factors such as a large aging population and a dietary preference for oily and spicy food.
Enzyme Supplements Aid Digestion for a Large Segment of the Population
The human body produces 22 different types of enzymes. Digestive enzymes are beneficial in easing the stress on the stomach, gallbladder, liver, small intestine, and pancreas when processing starches, fats, and proteins. Unfortunately, from time to time, the body may have shortages of certain digestive enzymes due to a number of issues. One such factor is lactase deficiency, commonly known as lactose intolerance, a condition that affects approximately 70% of the world’s population. Gluten sensitivity is becoming more prevalent as well. Finally, the natural aging process itself greatly reduces the body’s ability to produce digestive enzymes, lowering digestive activity by as much as 50%.
Enzyme Supplements Offer a Number of Important Benefits
Even those without a shortage of digestive enzymes realize a number of important benefits in taking enzyme supplements. Many consumers may experience gastrointestinal discomfort due to consuming fast food, sugars, and artificial preservatives and sweeteners that can negatively affect the gut flora that comprise the microbiome. In addition, there is a rising demand for natural sports nutrition products among athletes, fitness enthusiasts, and even casual exercisers looking to improve their performance and overall sense of well-being. Finally, an aging world population is looking for ways to stay healthy and vibrant during their golden years.
Deerland Probiotics & Enzymes & Probiotics is Positioned to Address this Growing Need
There can be no doubt that the outlook for enzyme supplements will be very strong in the years ahead. At Deerland, we work closely with our customers at the early concept phase of product development to ensure we are helping them to deliver the benefits consumers desire and that meet their specific needs. Our product development team creates a wide range of specialized supplement formulas that include enzymes, probiotics and prebiotics.
To learn more, please visit https://www.deerland.com/products/ today.
A study demonstrating a new way to test for the presence of gluten in enzyme supplements has been published in the Journal of Nutrition & Food Sciences. The study was motivated by the growing demand for gluten free products and the need for accurate testing methodologies for products claiming to meet the “gluten free” standard of less than 20 ppm, according to co-author Dr. John Deaton, vice president of science and technology for Deerland Probiotics & Enzymes.
There’s an entire ecosystem going on in your gut. Good bacteria needs room to live and grow, but harmful bacteria can take over and rob your body of the essential nutrients it needs. PreforPro is a novel prebiotic that supports the growth of healthy bacteria in the gut. Even better, it is not fiber or starch-based, so it doesn’t require large doses that cause bloating and gas. It functions in both the large and small intestines and boosts the growth of healthy probiotics. Watch below to learn more!
The industry’s leading manufacturer and supplier of the enzyme nattokinase has officially received a Natural Product Number for NSK-SD® from Health Canada, allowing for the sale of finished products containing NSK-SD nattokinase.
Under the NPN, finished products containing the NSK-SD nattokinase enzyme may make the health claim “helps support cardiovascular system health.” The product is also the only EFSA-approved nattokinase on the market.
What is Nattokinase?
NSK-SD® nattokinase is a potent fibrinolytic enzyme produced from the fermentation of boiled soybeans by B. subtilis. This process results in the traditional Japanese food, Natto, from where the enzyme gets its name.
NSK-SD® nattokinase may help to normalize blood viscosity and pressure by degrading circulating fibrin. According to the manufacturer, NSK-SD® has been researched for more than 25 years, with results suggesting numerous circulatory benefits.
2017 was an exciting year for Deerland Probiotics & Enzymes. Check out this infographic for some of the highlights. We’re looking forward to what’s to come!
Click the image below to enlarge.
The global probiotics market is exploding as more and more people around the world learn about the myriad health benefits of probiotic foods and supplements. In a recent presentation, George Paraskevakos, president of the International Probiotics Association, shared an overview of the global probiotics market, including interesting insight on consumer demographics.
Both probiotic foods and supplements are becoming more sought after. At the moment, consumers are primarily adults; however, probiotics are increasingly being developed for children and pets as well.
As sales of probiotics continue to grow, so does the demographic diversity of the consumers purchasing them. At the moment, the 33 million probiotic consumers are typically between the ages of 25-65 years old. However, as information and understanding of the health benefits of probiotics spread, so too does the consumption.
In the US, consumers are consistently reporting that probiotics have a positive impact on their health. As a result, national awareness of probiotics is climbing steadily, with 76% of healthy consumers saying they were aware of the benefits of probiotics in 2017. The US market is unique in that nearly 30% of probiotic consumers choose supplements over natural foods like yogurt, as opposed to the next closest market, the EU, where only 14% of consumers chose to take their probiotics in the form of supplements.
Consumer habits are starkly divided by age and sex, with 85% of women between 45-54 years of age saying that probiotics had a positive impact on their health as opposed to 66% of men between the ages of 55-64. The demographic sweet spot in terms of consumers are parents aged 25-34 and making more than $100,000 per year. Nearly 75% of these parents reported interest in, or active purchasing of, probiotics.
Thanks to this parent demographic, children have become a focus of probiotic innovation, along with nutritional products for pets that contain probiotics.
Even though 65% of current consumers are middle aged women, all age groups across the board are seeing an increase as these consumers share their knowledge, and their probiotics, with their children and parents. As a result, products containing probiotics continue to grow in popularity as consumers buy them more regularly, so much so that the probiotic industry is projected to nearly double up to $64 Billion by 2023.
At Deerland, we develop customized probiotic and enzyme supplements to address the specific performance benefits that our customers are seeking for their product. To learn more about Deerland, click here.